Dairy Farmers
Client Lion Dairy & Drinks
Category
  • Visual Design System
  • Printed Collateral
Scope of Work Visual Design System / Portfolio Architecture

Brand rejuvenation of an Australian icon

The Edison Agency were engaged by Lion Dairy & Drinks to help uncover the vision and purpose of the Dairy Farmers brand and create a brand identity system that supported cohesion and rejuvenation of over 100 dairy products. The new Masterbrand design system and portfolio architecture strategy was an outcome of many months of talking, listening, sharing, reading, prototyping, making and crafting. Using Edison’s proprietary brand tools; the collaborative workshops and co-creation sessions helped unveil what was at the heart of the brand – what makes Dairy Farmers uniquely special and how we ensure the way the brand ‘walks and talks’ aligns to the quality and integrity of what’s on the inside.

Says Amber Bonney, Founder and Head of Strategy, The Edison Agency “This is one of the agency’s proudest achievements and one I feel personally connected with. We took a fragmented and tired brand and breathed new life into it giving all those who make, deliver, market, sell and manage it; a reason to fall in love again. Our creative mission was simple; to celebrate the Dairy Farmers’ heritage by bringing pride and quality to the forefront – making it easier for people to find and ensuring it continues to live in the hearts and fridges of all Australian families.

The new master brand design system for Dairy Farmers is proudly captured in a digital and printed book that showcase the brands iconic story, a new vision, purpose, brand positioning and design language system. Designed to reflect the warmth and character of the master brand, the book is a celebration of the brands heritage and future focus through its portfolio unification, product innovation and a fresh packaging design.

Says Darryn Wallace, marketing and innovation director, Lion Dairy & Drinks: “The Dairy Farmers brand is synonymous with Australia and is loved by Aussie families and that is why we are so excited to be launching our brand identity, packaging and advertising campaign.

“Many of the dairy farming families who supply the brand today have been there since the beginning – we are proud of our rich Australian history and the special connection we share with so many families.

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